I heard on the news this week that a staggering amount of gas, equivalent to one-third of the consumption of the EU each year, is simply being burnt off as a waste product of oil drilling. Clearly there isn’t a straight forward solution to this monumental waste or someone would have thought of it already, but it did make me think about the marketing resources that are potentially being squandered by businesses.
In an age where we are all looking to generate free and low-cost marketing, how many of us have looked to the underutilised marketing assets we already own?
Here are just a few examples of marketing assets that may exist in your business and that you could be using more effectively:
- Awards and memberships – if you have won an award or are a member of a professional body are you telling your customer and potential customers about it? By simply placing an award logo on your email sign off, website, LinkedIn profile, letterhead, business cards, online brochures etc you are demonstrating your credibility
- Client testimonials – if, like me, you have a collection of testimonials and case studies gathering dust, you should be using them wherever possible to woo potential clients
- Blog posts, white papers and top tips – you will be surprised what content most companies have that can be re-purposed. You will have to do a little work here as it’s important that you don’t simply regurgitate the same content across different platforms. Can you turn a blog post into several Facebook posts or enhanced it to form a white paper, an e-book or an infographic?
- Your existing clients and employees – these guys should be your biggest advocates so how can you encourage them to recommend you? Again, this won’t happen on its own, a little effort is needed; but happy customers can be a huge untapped asset
- Your marketing strategy – are you spending your marketing budget on the right activities? No amount of tweaking around the edges is substitute for thorough research, rigorous planning, measurement and evaluation.
What marketing assets do you have lying around that you could use?